AETHOS

Transforming transformation

Aethos is a luxury medical aesthetics practice on Manhattan's Upper East Side, founded by board-certified plastic surgeon David P. Rapaport, MD, FACS, built to professionalize the medspa category with evidence-based treatments and surgeon oversight at every step.

Ruckus was engaged in 2023 to take the new brand to market: campaign platform, organic and paid social, email, influencer partnerships, and a new website.

Starting from an audience of zero

Aethos launched with world-class credentials but no recognition of its own, in a crowded NYC medspa scene built on trends and hype. No following, no email list, no playbook. Every channel and system had to be built from the ground up, then proven with data.

The one mark that is unmistakably yours

Ruckus developed and pressure-tested two campaign platforms before landing on Your Signature Beauty, celebrating each patient's journey toward a look that is undeniably their own, through neutral palettes, inclusive photography, and negative space. The tone stays confident and approachable, educating rather than selling.

Ruckus translated the platform into a full-funnel engine: educational Reels, an influencer program built as a documented operating system, email journeys through Klaviyo built from zero, and a new site at aethosnyc.com launched in December 2024 with before-and-after galleries and a full analytics stack.

A standing start, measured

By Q3 2024, the marketing operation Ruckus built was driving real volume for a brand-new name, and the influencer program, 40 sourced and 25 client-approved, was delivered as a turnkey system by January 2025.